EN 
ES How’s your digital reputation?
Customer reviews and ratings are a cornerstone of attracting new bookings, especially on platforms like Google, Booking, and TripAdvisor. However, a recent study has uncovered an intriguing—and somewhat unsettling—phenomenon: textless reviews tend to boost a hotel's average rating.
The Importance of Reviews in the Hospitality Industry
As we all know, customer feedback plays a decisive role in shaping the perception of potential guests. A high rating can mean the difference between a hotel appearing at the top of search results or fading into obscurity. But what happens when customers leave only a rating without adding a single word?
According to the study "Beyond Words: Unveiling the Implications of Blank Reviews in Online Rating Systems" by researchers Juan Pedro Mellinas and Verónica Leoni, textless reviews are associated with higher scores.
How Much Do Textless Reviews Increase Ratings?
The research analysed nearly half a million reviews and revealed a clear pattern: the fewer words in a review, the higher the score. In fact, textless reviews were found to have ratings 17% higher compared to those with even a single word. Yes, you read that right—17%!
This phenomenon can be partly explained by consumer psychology. Guests who have had a neutral or positive experience are more likely to leave a quick rating without elaborating. This saves time and avoids the "effort" of writing. However, when the experience is negative, the motivation to leave detailed feedback is much stronger, often resulting in longer, more critical reviews.
Google and Booking: A Paradise for Textless Reviews
Platforms like Google and Booking allow users to leave ratings without requiring any comments, leading to a higher volume of reviews compared to platforms like TripAdvisor, which mandates a minimum amount of text. This has its pros and cons.
On one hand, Google and Booking attract more ratings, including from customers who are less inclined to write. Since these users tend to give higher scores, the average hotel rating increases. On the other hand, TripAdvisor’s requirement for written comments reduces the number of reviews but increases their depth and informational value.
This detail might seem trivial, but it creates a significant bias in how users perceive a hotel. On platforms like Google and Booking, where textless reviews abound, hotels may appear better rated than they truly are. Conversely, on TripAdvisor, where users must put in the effort to write, reviews tend to be more critical and detailed, often resulting in slightly lower average scores.
More Words, Lower Ratings... with Some Nuance
The study also highlights how word count influences review scores. On Booking, reviews are divided into two sections: one for positive aspects and one for negatives. This allowed the researchers to observe some interesting trends:
- Negative Section: The more words used, the lower the score. This confirms the tendency of dissatisfied customers to elaborate on the negative aspects of their experience.
- Positive Section: Up to a certain point (79 words), more words lead to higher scores. Beyond that, ratings start to drop. Why? Perhaps the most detailed guests—those who take the time to write extensive reviews—are also the most critical, highlighting positives but still identifying areas for improvement.
Implications for Hoteliers
For hotel managers, understanding this phenomenon can be key when deciding how to approach and manage their presence on different platforms. Here are some takeaways:
- Choose the Right Platform: Depending on your target audience and type of property, it may be beneficial to prioritise platforms like Google, where textless reviews are more common, to boost your average rating. However, if detailed reviews are more valuable, TripAdvisor might be a better choice.
- Manage Expectations: Textless reviews can inflate a hotel's average score but may also create a skewed perception. Hoteliers must be aware of these differences and avoid relying solely on one platform’s ratings for their strategy.
- Encourage Detailed Reviews: While textless reviews have their place, fostering more comprehensive feedback is essential. Detailed comments provide valuable insights to improve guest experiences and build trust with future customers.
Textless Reviews Still Matter
In an industry where perception can make or break a business, knowing that textless reviews significantly impact a hotel’s rating offers a fascinating perspective. While detailed reviews offer a richer view of the guest experience, blank ratings can be a useful tool for maintaining a strong reputation on platforms like Google and Booking.
So, the next time you check your hotel’s reviews, pay attention not only to what they say but also to what they don’t. Sometimes, silence—or the absence of text—can speak volumes.